AD AGE's Adrianne Pasquarelli noted Northwestern Mutual is debuting its first new campaign in two years called "Spend Your Life Living." The brand in a series of spots will highlight the "importance of living in the present." Northwestern will "run social media and digital marketing in addition to the four TV spots." It will "host two consumer-focused activations" during the Georgia-Oklahoma Rose Bowl, which it "has sponsored for four years." One event "includes taking over a tailgate outside of the stadium; another is the creation of a Rose Room near the Rose parade where participants can take pictures to share on social media" (ADAGE.com, 12/28).
SHARK BAIT: Adidas is unveiling new "shark-themed golf shoes" during next week's PGA Tour Sentry Tournament of Champions in Hawaii. The limited-edition version of the adicross Bounce, called the Niuhi, will be "available for $140 at Adidas.com, and are designed to embody players’ 'insatiable hunger to win.'" Niuhi is the Hawaiian word for tiger shark (USATODAY.com, 12/28).